Emirates announced today that it signed a memorandum of understanding with the Malta Tourism Authority to enhance inbound tourism through collaborative marketing efforts. Under this strategic alliance, the airline will leverage its expansive global network to promote Malta as a premier leisure destination.
Key initiatives will include organizing media familiarisation trips from key target markets to showcase Malta’s unique appeal as a Mediterranean gateway. The two entities will also explore joint advertising campaigns and collaborations with tour operators and travel agents to develop compelling promotional packages.
“Malta has been a key destination in our European network for over two decades, and we’ve witnessed its growing popularity as a sought-after leisure gateway over the years. This agreement reaffirms our commitment to supporting Malta’s tourism industry by leveraging our global reach to further boost inbound travel,” stated Adnan Kazim, Emirates’ deputy president and chief commercial officer.
Enhancing Malta’s position as a tourist destination
Thierry Aucoc, Emirates’ senior vice president, commercial operations (West) Europe and Americas and Carlo Micallef, CEO of Malta Tourism Authority, signed the deal during ITB Berlin, Germany’s premier travel trade exhibition. The signing ceremony was also attended by senior executives from both organizations.
“This agreement will continue strengthening the long-standing collaboration between Malta and Emirates, while helping us reach out to more travelers, as we spread the word about the Maltese Islands’ unique attractions and experiences. By joining forces with international airlines and other key industry players, we are maximizing our resources to constantly optimize our product development and promotion efforts and meet the ever-changing requirements of our diverse markets across the world, towards a more sustainable future for tourism in Malta and Gozo,” stated Hon. Ian Borg, Malta’s deputy prime minister and minister for foreign affairs and tourism.
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Emirates transports over 1.2 million passengers between Dubai and Malta
Meanwhile, Carlo Micallef, CEO of the Malta Tourism Authority, noted that the strategic partnership with Emirates represents a pivotal step in the authority’s mission to elevate Malta’s position as a premier destination for quality tourism. By harnessing Emirates’ extensive global reach and industry expertise, the Malta Tourism Authority aims to attract discerning travelers seeking authentic and high-value experiences.
“This collaboration aligns with our long-term vision for sustainable tourism growth, ensuring that Malta continues to thrive as a distinguished Mediterranean destination known for its rich heritage, natural beauty, and exceptional hospitality,” added Micallef.
Emirates has been serving Malta since 2003 and currently operates a daily flight using a Boeing 777-300ER. To date, the airline has transported over 1.2 million passengers between Dubai and Malta.
